Every ad exchange owner wants their marketplace to work effectively so that it could generate more profits. For this, however, it is important to create an advertising environment that is favorable for every partner and which augments existing media-trading opportunities.
You may look in different directions while trying to figure out what you actually can improve in your ad exchange. What really makes sense during your marketplace performance optimization is pinpointing exactly what works and what doesn’t. When you use analytics it all becomes possible – you can fetch all necessary insights and augment the effectiveness of your platform based on this data. Today we will talk about analytics tools on your SmartHub, which we extended and upgraded to make analysis in-deep yet easier to handle.
In the previous article devoted to the upgraded SmartHub 2.0 we mentioned how we enhanced the analytics to improve and simplify your experience with it.
If to sum up, the core improvements were done in the following areas:
There are over 20 metrics that you can apply to measure performance in your ad exchange.
For example, DSP Win Rate – This metric shows the % of DSP bid responses won at an auction on our side. Usually, this % is pretty high (at least 60% or higher). If you notice that for some DSP it’s lower, it makes sense to check what might be the reason for that).
Another example is Fill Rate – Which is an important metric to check when analyzing the performance of the SSP. If this % is permanently lower than 5%, the SSP can stop trading with the partner as the lower number of impressions is – the lower SSP’s revenue).
The full list of metrics is varied and allows you to use different dimensions for deep analysis and detailed optimization, such as – Avg. SSP and DSP bidfloor, bid price, render rate and RCPM, and so on. For detailed documents on how it works on your SmartHub 2.0 please contact your Account Manager.
Preset templates are structured reports that allow you to get the info quickly without building customized preset reports.
It has the following attributes: DSP Company, DSP Endpoint; Domain/Bundle
And following metrics: Impressions, DSP Spend
A report of this kind will help you analyze discrepancies and compare the numbers by domain/bundle with your DSP.
With attributes: SSP Company, SSP Endpoint; Domain/Bundle;
And metrics: Impressions, SSP Spend
A report of this kind will help you analyze discrepancies and compare the numbers by domain/bundle with your SSP.
There are over 18 ready-made preset templates that you can already apply for your automatic analysis. In addition to this, you can create and save your own presets with certain metrics that are the most relevant to you.
Then, you will be able to apply the same preset over and over without having to create everything from scratch. When you select particular attributes and metrics, you can save them as a new preset by clicking on the Add preset button.
Having the full performance picture in front of your eyes, (including detailed insights on the level of each endpoint, traffic type, format, or geo) will help you to timely understand specifics of the media trading in your marketplace. Seeing detailed data across the relevant metrics is something that will help you to estimate where the improvements should be made asap. With custom reports and presets, it will be also much easier for you to identify potential issues and eliminate them in order to improve the marketplace functioning.
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